Where would your business be without its customers? It wouldn’t be a business at all. That’s why companies are increasingly dedicating time, energy, and resources to improving the overall customer experience (CX).
Although your products and services are essential for a great experience, they’re not the only component. Customers need to easily be able to find answers to questions and contact support when issues arise. They also have high expectations—they want the experience to make them feel good about their purchase and continued patronage.
Despite these trends, some companies continue to hesitate when it comes to building an established CX program. Perhaps leaders think it will be expensive, or simply aren’t sure where to get started. Some struggle to understand how CX can be measured and improved upon. Others aren’t clear on how CX differs from more traditional customer support initiatives.
You probably already understand why CX matters but may be wondering how you can justify a CX program to key stakeholders. That’s why we’re sharing some additional information on why CX matters today and how you can set a foundation for a good CX program at your organization.
Why CX matters today
In past years, it was enough for companies to offer a great product to their customers. However, with the rise of online sales, customers increasingly expect more from the companies they do business from. That’s why:
- More than half of Americans have scrapped a planned purchase or transaction because of bad service. (American Express)
- Companies with great experiences have a 16% price premium on products and services. (PWC)
- 69% of U.S. online adults shop more with retailers that offer consistent customer service both online and offline. (Forrester)
As a result, modern companies are embracing CX programs. These programs consistently measure things like Net Promoter Score® (NPS®), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES), to help them understand how customers feel about their organization. Companies then take this information and iterate on their programs so that they can continually improve the customer experience.
How to make the case for CX at your organization
It’s clear that CX matters—it can improve sales, diminish churn, and ultimately ensure that your loyal customers continue to stick around. So, how can you make the case for building and improving the CX program within your organization?
Break down silos
You’re not the only one at your organization who cares about providing customers with a great experience. Those in Product, Engineering, Marketing, and Sales all want happy, loyal customers that love the overall experience.
If you really want to justify a CX program and improve what you have, you have to find ways to work across teams to make improvements. This involves breaking down silos. If you want to improve customer experience, it is not simply the responsibility of customer support. It will also involve input and innovation from Product, Design, and other teams.
Prioritize CX measurement
It’s easy to tell people that you want customers to have a better experience. But without measuring CX, how can you prove that there’s room for improvement? Measuring CX provides you with the tools you need to make the case for CX within your organization.
Companies traditionally measure the following metrics:
These metrics have different advantages, but all can be integrated into the customer experience through the use of automated surveys. For example, a CES survey can be sent out after someone interacts with a support agent. This allows you to easily collect data points through a “set it and forget it” strategy.
Link CX initiatives to ROI
Although measurement will help you make the case for moving the needle on CX, you’re going to need to link your CX initiatives to ROI. After all, if you make all these improvements in the experience, you’re going to want to understand how these changes impact the bottom line.
For example, you should be seeking to understand how improvements ultimately:
- Boost overall NPS, CSAT, and CES scores.
- Save customer support substantial time so they can focus on more complex activities.
- Reduce churn and improve retention.
- Improve engagements, such as survey completion rates and email open rates.
Share CX results with stakeholders
All of these activities are helpful. However, they won’t help you justify a CX program unless you’re able to share results with stakeholders. Sharing results will help you get buy-in for future projects, and it will also ensure that CX is perpetually on their radar screens.
To share results, we recommend:
- Scheduling quarterly meetings to go over the current CX metrics and initiatives.
- Sending out regular email updates if there are substantial changes.
- Sharing positive survey responses with key stakeholders to boost morale.
Justifying CX isn’t easy, but it is necessary
Although building an established CX program at your business is a large job, it’s easy to see why it’s worth doing. After all, today’s consumers want to buy from companies that offer a stellar experience. They prefer to build relationships with the brands they buy from– they want more than just a transaction.
Because of these trends, paying close attention to CX will result in positive outcomes for the business. It will improve customer retention, help bring in new customers, and ultimately help you build a business that stands the test of time.
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